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Tyson Chunky P&G |
Clients : Tyson Foods Ethnography of the Tyson Consumer  Tyson Foods International is the world's largest provider of meat. As a result,
the size of their market is both a strength and a weakness – their target audience
is literally everyone who ever eats meat at home or while eating out. Amazing
in terms of sheer size but daunting to understand.During the spring of 2003, Tyson worked with Faith Popcorn's Brain Reserve on a strategic planning project for 2010. Together, they knew that to truly understand the "Tyson consumer" they needed to truly understand how food fit into people's lives. Context anthropologists worked with a diverse group of US participants (demographically, ethnically, geographically), conducting interviews, meal preparation exercises and shop-alongs. In addition, the participants kept track of their own behavior with Polaroid cameras and notes, completing a behavioral landscape exercise. Every family member recorded his or her own behavior, attaching photos and making notes on a large chart that actually hung in their home. Each time the researchers met with participants, they would discuss the landscape, continually tracking behavior as it happened. In the end, six behavioral and attitudinal segments emerged from the data. Context and Brain Reserve worked together closely to define the segments and to illustrate them in a way that brought them to life for the internal Tyson team, connecting each segment to future opportunities in product development and communication for Tyson. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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